This collection consists of cases written by faculty of the Singapore Management University and the case writers with Centre for Management Practice (CMP) at Singapore Management University. The cases are focused largely on organisations operating in Asia. Cases aim to expose a student to interesting scenarios, situations or problems and with the guidance of the faculty member, students discuss and analyse the case.

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Cases from 2025

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Fostering multiculturalism and harmony: The Singapore approach, Orlando WOODS, Aidan Marc WONG, and Jovina ANG

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Heritage as a bridge: Singapore’s journey for UNESCO inscription bids and regional collaboration, Orlando WOODS, Aidan WONG, and Thomas LIM

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RWDC Industries: How an octogenarian helped produce sustainable plastics, Reddi KOTHA, Chon Phung LIM, and Chi Wei CHAN

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Social media platforms: The governance and ethics design of content moderation, Patrick THNG, Francis D. KIM, Claire S. SONG, Philip ZERRILLO, and Emily M. KIM

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Sub-K Impact Solutions: Reaching unbanked consumers in India digitally, Wee Liang TAN, Ravinder K. ZUTSHI, and Chi Wei CHAN

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Tariff shock: Sustainable sneaker start-up Okepas battles a broken supply chain, Holly OTT, Kwan Eng WEE, Sin Mei CHEAH, and Martin GRUNOW

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Ento Industries: Developing sustainable solutions for food waste management using black soldier flies, Heli WANG, Cubie LAU, and Chi Wei Chan

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India’s payment revolution: Can UPI & RuPay challenge Visa & Mastercard?, Kapil R. TULI and Sheetal MITTAL

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PHS Hairscience: Enhancing holistic haircare in Singapore, Seshan RAMASWAMI, Josephine TAN, and Chi Wei CHAN

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Timperio experiments with generative AI in advertising: New frontiers in creative campaigns, Qi YU, Sandeep R. CHANDUKALA, Ernst C. OSINGA, Havovi JOSHI, Sheetal MITTAL, and Lipika BHATTACHARYA

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iFAST: Building a global financial ecosystem, Susheela (Varghese) ABRAHAM, Mahima RAO-KACHROO, and Siow Heng ONG

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The Mae Fah Luang Foundation under royal patronage: Uplifting the Doi Tung people in Thailand through the specialty coffee business, Chiraphol N. Chiyachantana, Hun-Tong TAN, Pattarawan Mai PRASARNPHANICH, and Thomas LIM

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Vendor woes: How a perfect storm marred CrowdStrike’s reputation, Kiruthika RAMANATHAN, Rafael J. Barros, and Thomas LIM

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When a dream job turns sour (A) and (B), Devasheesh P. BHAVE and Sin Mei CHEAH

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B-Quik in the fast lane: Building a customer service brand in Thailand’s automobile industry, Kapil R. TULI and Sheetal MITTAL

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Nike’s consumer direct offense strategy: A hit or a miss?, Ernst C. OSINGA, Sandeep R. CHANDUKALA, and Sheetal MITTAL

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Pyxis: Powering a sustainable maritime future with electric vessels, Annie KOH, Guan Seng KHOO, Sin Mei CHEAH, and Siok Kuan TEO

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Investigating Roemer’s law: Would increased hospital capacity drive higher utilisation?, Ashish KUMAR, Sin Mei CHEAH, Christopher M. POSKITT, and Sean Shao Wei LAM

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KFC in Vietnam: American fried chicken meets Asian rice bowl, Patricia LUI, Lipika BHATTACHARYA, and Lakshmi APPASAMY

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Battling hawkers’ and consumers’ resistance to change: The course of digitalisation never did run smooth (A) and (B), Yi Meng LAU, Siaw Ling LO, and Thomas LIM

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Blasting a new trail: How a bold start-up revolutionised outsourcing in China, home of the world’s largest mining industry, Adam TATARYNOWICZ, Mahima RAO-KACHROO, and Aimin YAN

Cases from 2024

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Airport blues: Passengers grounded by Microsoft-CrowdStrike outage, Kiruthika RAMANATHAN, Rafael J. BARROS, and Thomas LIM

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Ayala Corp: Helping in rapid ramp-up of the Philippines test trace and treat (T3), Lieven DEMEESTER and Lipika BHATTACHARYA

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Direct to market or centralised distribution? A regional supply chain optimisation strategy, Alan ZELLER, Pascale CRAMA, and Sin Mei CHEAH

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Overseas vendor registration regime: Singapore’s goods and services tax on the digital economy, Annie KOH, Sin Mei CHEAH, and Themin SUWARDY

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Alibaba’s innovation-driven approach to intellectual property rights governance, Liang CHEN, Sin Mei CHEAH, Can HUANG, and Guoqiao LIU

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Nium’s journey to become the leader in real-time global payments, Annie KOH, Sin Mei CHEAH, and David FERNANDEZ

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Rwanda Electric Motors: Carbon credit monetisation, Helen Yangfang ZHOU and Lakshmi APPASAMY

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Bosch: Joining the digital revolution of automotive aftermarket in China, Robin SPECULAND, Liang CHEN, Lipika BHATTACHARYA, and Liang YU

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Digital transformation at Al Hilal Bank: From bricks and mortar to a fully functional digital bank, Randall E. DURAN, Christopher M. POSKITT, and Jovina ANG

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Keeping the customer satisfied: The fall and rise of Sa Sa (A) and (B), Siaw Ling LO, Yi Meng LAU, and Thomas LIM

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Singapore’s National Council Against Drug Abuse: Bringing across the message that “every high ends in a low, Tracy LOH and Thomas LIM

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The inbox exercise: Performance evaluation at ConsultSinga (A) and (B), Abhijeet K. VADERA and Sin Mei CHEAH

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De Dietrich: Globalisation of a family business, Hwee Hoon TAN and Mahima RAO-KACHROO

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E-bikes: How best to deploy last-mile delivery vehicles by geographical zoning and topography, Joyce LOW and Byung Kwon LEE

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Heritage and innovation: Leveraging family legacy in Ipse Ipsa Ipsum, Kenneth GOH and Jovina ANG

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Is rice climate’s next petrol? Sustainability at Loc Troi, Vietnam, Heli WANG and Lipika BHATTACHARYA

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ASA Philippines: Making financial inclusion possible, Aurobindo GHOSH and CW CHAN

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Bamboo Bridge Logistics: Linking executive remuneration to sustainability goals, Rencheng WANG, Holly I. YANG, and Wee-Kiat Lim

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From leaf to cup: Hwa Gung Tea’s journey in preserving and transforming a family’s legacy, T. Mandy THAM, Sin Mei CHEAH, and Hsi-Mei CHUNG

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Singapore Public Health Hospital: Bed management system, Pascale CRAMA, Sheetal BHARDWAJ, and Marcus ANG

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Welcome to sales management: Addition by subtraction?, Philip Charles ZERRILLO, Francis D. KIM, and Dibyendu BOSE

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ACE in Singapore: Floating fish farm for food security and sustainability, Thomas MENKHOFF, Kevin CHEONG, and Sheetal MITTAL

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Can mindfulness help my career?”: A talent development perspective (A), Jochen REB, Tarmo RAUDSEPP, and Sin Mei CHEAH

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Can mindfulness help my career?”: A talent development perspective (B), Jochen REB, Tarmo RAUDSEPP, and Sin Mei CHEAH

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Singapore Airlines responding to the Middle East Behemoths on the Kangaroo Route, Terence Ping Ching FAN

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Uiwang Korea: Operational efficiency at an inland container depot, Joyce M. W. LOW and Byung Kwon LEE

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Avalon SteriTech: Lessons from a former IP lawyer as a start-up founder in biotech and AI, Rashimah RAJAH, Terence Ping Ching FAN, and Ricky LEUNG

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Huaneng Power International: Acquisition or the predecessor method? A decision on a business combination under common control, Pearl TAN, Tracey Chunqi ZHANG, and Chu-Yeong LIM

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Quantum Park Hotels: Can pipes break your reputation?, Philip ZERRILLO, Josephine TAN, and Goutam CHALLAGALLA

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ExxonMobil: Is chasing net zero futile?, Patrick TAN, Lipika BHATTACHARYA, Gary PAN, and Yuanto KUSNADI

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Vibefam: Raising the bar(bell) in the Singapore fitness industry, Niloofar ABOLFATHI and Simone SANTAMARIA

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VITAL: A Singapore public agency transforming from within for revitalization, efficiency, and future-readiness, Siu Loon HOE and Thomas LIM

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Relevance of healthcare analytics in Singapore during COVID-19 and beyond, Kar Way TAN, Sean Shao Wei LAM, and Sin Mei CHEAH

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Safe in India: Casting light on the dark side of workers’ safety in the automotive industry, Reddi KOTHA, Lakshmi APPASAMY, Havovi JOSHI, and Bei HE

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Dai Viet and Chien Thang: Two companies and a Family (A), (B) and (C), Roy CHUA, Rameshwari RAMACHANDRA, and Mahima RAO-KACHROO

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Infosys Helix: An AI-driven, cloud-based platform to transform the healthcare ecosystem, Siu Loon HOE and Mahima RAO-KACHROO

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Mushroom Buddies: Providing equal employment opportunities, Wee Liang TAN, Nimisha KESARWANI, and CW CHAN

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Toblerone pricing at airport duty-free shops, Nirmalya KUMAR and Lipika BHATTACHARYA

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Usertip: Early-stage financing considerations, Kenneth GOH, Jolyn ANG, and CW CHAN

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Using data visualisation to find F&B opportunities during a pandemic, Marcus ANG and Yongchang CHEN

Cases from 2023

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Food from the Heart’s digital transformation Journey: Change strategy and leadership, Heli WANG, Millie SU, and Caroline LIM

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JUMBO Group: Transformation recipe for building and scaling a smart F&B business, Xuesong GENG, Andrew CHIN, and Thomas LIM

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State Property jewellery: Going for gold with a Search Engine Optimisation (SEO) strategy, Ernst C. OSINGA and Chi Wei CHAN

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Transforming Blue Bird: Indonesia’s top mobility provider’s push for sustainable growth and digitalisation in the post-COVID era, Yuanto KUSNADI and Wee-Kiat Lim

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Banyan Tree Group: Sustainability through shared value, Heli WANG, Cubie LAU, and Lipika BHATTACHARYA

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DBS bank: A tech company going all in on AI, Steven MILLER, Thomas H. DAVENPORT, and Lipika BHATTACHARYA

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EyRIS: AI for eye-disease screening, Steven MILLER, David GOMULYA, and Mahima RAO-KACHROO

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A whistleblower’s dilemma in the house of wirecard (A), Abhijeet K. VADERA, Sin Mei CHEAH, and Mahima KACHROO

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A whistleblower’s dilemma in the house of wirecard (B), Abhijeet K. VADERA, Sin Mei CHEAH, and Mahima RAO-KACHROO

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Blazing a trail in the charity sector: Singapore’s Metta Welfare Association raises funds by selling NFTs, Siaw Ling LO, Graham NG, and Thomas LIM

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Gong Cha’s return to Singapore: Rebuilding a popular bubble tea franchise, Seshan RAMASWAMI, Josephine TAN, and Thomas LIM

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Who is the right influencer? A social network analysis, Ernst C. OSINGA, Sandeep R. CHANDUKALA, and Lipika BHATTACHARYA

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DMK: Rebranding a footwear brand to connect with millennials and Gen Z, Patricia LUI, Jovina ANG, and Lipika BHATTACHARYA

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Furthering sustainability at Singapore Management University: A blueprint for blue skies, Lily KONG, Havovi JOSHI, and Jovina ANG

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Ideas and not solutions: Enabling innovation through internal crowdsourcing in the Tata Group, Reddi KOTHA, Chon Phung LIM, and Thomas LIM

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Malaysia Airlines: Culture transformation while flying through turbulence, Fermin DIEZ, Michael R. BASHSHUR, and Sin Mei CHEAH

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Project Ugnayan: Feeding Manila’s hungry during the Covid-19 pandemic, Wee Liang TAN and Sin Mei CHEAH

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The lithium ion battery: From industry to diverse ecosystems, Kijong KIM, Sali LI, Liang CHEN, and Noman SHAHEER

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The sustainability sweet spot at Jiu Zhen Nan Taiwan pastry, Hwee Hoon TAN, Sin Mei CHEAH, Esther KONG, and Hsi-Mei CHUNG

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Who is the Right Influencer? A Social Network Analysis (Supplementary Data-Nodes) & (Supplementary Data-Edges), Ernst C. OSINGA, Sandeep R. CHANDUKALA, and Lipika BHATTACHARYA

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An uncommon alliance: Unilever’s ‘The vegetarian butcher’ meets Singapore’s ‘The social kitchen’, Kenneth GOH, Sheetal BHARDWAJ, and Daniel Z. MACK

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Clean Ganga Project: Using a PPP model to rejuvenate the river, Sock Yong PHANG, Flocy JOSEPH, and Chi Wei Chan

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To build or not to build: The real estate dilemma and the rapid rise of China’s cold chain industry, Yun Fong LIM, Marcus ANG, and Chaik Ming KOH

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Riding on the cryptocurrency and NFT wave: Twitter needs to “Show Me the Money”, Yi Meng LAU, Ping Fan KE, and Thomas LIM

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Evie.ai: Charting the career of an AI personal assistant, David GOMULYA, Damien JOSEPH, and Wee-Kiat Lim

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Growing on YouTube: Eric Kim’s story, Hoik KIM, Sali LI, Liang CHEN, and Noman Ahmed Shaheer SIDDIQUI

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REA data model in designing Accounting Information Systems: A simulation case, Poh-Sun SEOW, Gary PAN, Lipika BHATTACHARYA, and Bernie KOH

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Riding the decarbonisation wave: BHP and its LNG-fuelled vessels, Shantanu BHATTACHARYA, Flocy JOSEPH, and Mahima KACHROO

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Yamamotoyama: Tradition and change in a 300-year-old Shinise, Jochen REB and Chi Wei Chan

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Ant Fortune: Providing universal wealth management services in China, Hao LIANG and Chi Wei Chan

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Better decision-making through mindfulness-based strategic awareness training, Jochen REB, Juan Humberto YOUNG, and Sin Mei CHEAH

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No longer left on the shelf: How Savour! Made yet-to-be-sold F&B products an attractive proposition, Chiraphol N. CHIYACHANTANA, David K. DING, Jack J. HONG, Thomas LIM, and Pattarawan PRASARNPHANICH

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Wingspan: Infosys digital learning platform takes off in the age of disruption, Adam TATARYNOWICZ and Wee Kiat Lim

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Amazon vs Walmart: Clash of business models, Nirmalya KUMAR and Sheetal MITTAL

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IPI: Championing enterprise innovation in Singapore, Reddi KOTHA, Sin Mei CHEAH, and Chon Phung LIM

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The other WTO: Using toilet humour to facilitate global access to toilets, Kenneth GOH and Thomas LIM

Cases from 2022

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Building the Keppel Seghers Tuas WTE plant to support sustainable waste management, Shantanu BHATTACHARYA, Flocy JOSEPH, and CW CHAN

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Ant Group backed MYbank: People, planet, profit in rural China, Heli WANG and Lipika BHATTACHARYA

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S4Capital: Disrupting the advertising industry, Kapil R. TULI, Sheetal BHARDWAJ, and Wee-Kiat LIM